RETAIL MARKETING

OF
DEPARTMENT STORE

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 Group Members
• Kishor Nannaware 64
• Sunny Parekh 67
• Nitin Sakla 80
• Chetan Sankhe 81
• Siddhesh Sawant 87
• Vivek Varier 114

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 Welcome to
Shopper’s Paradise

SHOPPER’S
PARADISE

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Vision :
• To become a No.1 Department Store by satisfying the
needs of the Customer by delivering high quality
goods and service.

Mission :
• Quality at it’s Best.

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 Breakup of categories
Traditional within Modern retail

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 Location
• Shopper’s Paradise,
Borivali (West).

• Area : 20,000 Sq.ft. floor space with Underground

Parking.

• Reason :
– No Particular departmental store.
– Target Group.
– Booming Real Estate.

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External Layout

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 Target Group Profile
• Age : 15-45 yrs
• Income : Rs 20,000 +
• Occupation : Housewives ,student and
office goers.
• Social Class : Medium and Upper Middle.
• Lifestyle : Value for money.
• Personality : Trendy, Fashion Oriented.

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 Competitors Analysis
 Big Bazaar:
• Low pricing, target market served & maximum
number of outlets.
 Shoppers Stop:
• Less promotions.
• Less sales on product(volume).
• Lack of special offers in low seasons.
 Lifestyle:
• Less promotions.
• Facilities like Snacks Parlour, Sofas for customer are
not there. 12
 Types Of Department
Home
Apparels Furnishing &
Household
Items

Food & Snacks

Electronic
Accessories & Appliances &
Cosmetics Gadgets 13
 Apparels

Menswear Kidswear Womenswear

Inner
Formals Casual Ethnic Sportswear Indian Western
wear

Shirts, Sarees,
Tshirts Kurta,
Trouser Salwar
& Pyjama, Vests Formal
& Tracks, kammez,
Jeans Dhoti, & Casual
Blazers Shorts Dress
Sherwani Briefs
materials
.
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 Apparels Brand
• Private labels • American trousers
• Pepe • Cottony comfort
• Levis
• Golden venture
• Peter England
• John player
• Friction
• Killer • Scorpio
• Cantabill • Dutch harbor Shirts
• Diesel • Kennedy Club shirts
• Lee
• Apple
• Oxonil Shirts

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 Electronic Appliances
General purpose appliances Home appliances
• Air Conditioners
• Pen Drives • Food processors
• Owens
• Vacuum cleaner

• Hand blender
• Tea/coffee maker

• Flour maker
• Mini fridge

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 Home Furnishing & Household Items

Home Furnishing Household Items

• Handcrafts • Mugs
• Bed sheets • Crockery's
• Pillow • Plastic section
• Curtains • Steel section
• Carpet
• Tablecloth

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 Accessories & Cosmetics
Accessories Cosmetics
• Private Labels • Nail
• Belts • Face
• Ties • Eyes
• Socks • Lip
• Handkerchiefs • Fragrances
• Gifts
• Shoes
• Bags

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 Pricing
 Apparels:
• Men's wear ranges from Rs.200 – Rs.5000.
• Women's wear ranges from Rs.300 – Rs.7000.
• Kids wear ranges from Rs.200 – Rs.2500.

 Electronic appliances:
• Home appliances ranges from Rs.500 - Rs.20000.
• General purpose appliances ranges from Rs.300
-Rs.25000.
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Contd……
• Household items ranges from Rs.50 – Rs.2000.

• Home furnishing ranges from Rs.50 – Rs.5000.

• Accessories ranges from Rs.100 – Rs.5000.

• Cosmetics ranges from Rs.100 – Rs.1500.

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Ground Floor - Store Layout

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First Floor - Store layout (A)

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First Floor - Store Layout (B)

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 Store Atmospherics

• Marble flooring
• Bright yellow light
• Smooth wooden racks
• Cream colored distempered walls
• Light instrumental music in low
volume
• Centrally air conditioned 24
 MARKETING STRATEGY
PROMOTION:
•Pamphlet •Local Theaters.
•Local Best Bus •Railway Platform.
•Local Cable Ads •Sponsoring Various
•Hoardings Festival Events.
•Celebrity

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 SALES PROMOTION
• Gift vouchers
• Various festive offers
• Two for the price of 1
• Buy Two get 1 free
• Coupons
• Contests

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Contd…
• Every 500th Customer will get Gift Voucher.

 LOYALTY PROGRAM:
• Points system.

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 POSITIONING
• High Quality Service.
• Quality Goods at
Affordable price.

 SOCIAL RESPONSIBILITY:
• Eco friendly bags.
• World Aids Day.

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 Visual merchandising
• Window display

• Encouraging impulse purchase at checkout areas.

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• Labels and signs-providing information about
products ,offers or new arrivals.

• Destination category placed in

the corner.

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 Customer Service
• Free home delivery
• Personal assistance
• Website
• Effective Handling of Customer Complaints.

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 USP
• Interior Design.
• Beauty Tips.
• Handcraft.
• Private Labels.
• Artist Painting On
T-shirts.

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 Profitability Analysis
• Expenses:

Cost of Goods Procured 70,00,000

Advertising &
10,00,000
Promotions

Distribution & Delivery

2,00,000
Chargers

Miscellaneous & Staff

20,00,000
Salary

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Contd…
• Expected Sales:
Monthly Sales Expected= 10,00,000.
So, Yearly Expected Sales = 1,20,00,000.

• Profit = 1,20,00,000 – 1,02,00,000

= 18,00,000.

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Thank You!!!

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